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4 “Easy” Areas Where Marketing Technologists Often Fall Short

By Ashley Paris

I was a sophomore in high school, anticipating my first-ever “session.” A session is a term used to describe 20-30 minutes spent playing a musical instrument, by yourself, in front of your music director to be assessed for a chair in the school’s band. (Oh, and former band-geeks – I am looking at you, because you know exactly what I am talking about. Don’t hide).

This harrowing collection of minutes was made even more terrifying by the fact that your “chair” represented how skilled you were at your instrument. First chair = the most skilled. Last chair = the least skilled. In Manchester, NH at the ripe age of 15, the stakes couldn’t be higher.

I’d spent hours practicing my scales as well as all the prepared pieces (to this day, I find the best cure for anxiety is preparation), and I was thinking I had a terrific shot at first chair. On the day of my session, my parents wished me good luck and I skipped off to the bus, hopped on and made it all the way to school. …without my clarinet.

The moral of the story is this: it doesn’t matter how well you execute the hard things if you can’t get the easy things right.

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Call for Nominations: Who Are The Best Marketing Ops Game Changers?

By Triniti Burton

November 3, 2016

Earlier this year, we had the privilege of working with Heinz Marketing to highlight 40 demand marketers who are taking their organizations to the next level. Through collaborative work with these Demand Marketing Game Changers, we unearthed leading-edge B2B marketing strategies and tactics that are setting the pace for demand generation and marketing ops pros. 

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6 Skills Marketing Ops Leaders Can Master to Change the Game

By Triniti Burton

November 1, 2016

Marketing operations has become the epicenter of marketing activity. Businesses look to their ops team to align people, processes and technology in ways that create maximum business value. These leaders wear many hats, move at the speed of light, and constantly strive for both macro- and micro- improvements that will impact the organization.  

While there are some valuable resources to help marketing ops professionals refine their strategies, great ops work goes beyond copying someone else’s playbook. If you really want to advance your ops career, you first want to understand the traits that make ops leaders invaluable and then integrate those traits into your marketing DNA.

After working closely with some of the best ops pros in the industry, we’ve boiled game-changing marketing ops work down into six core traits.  These are the skills up and coming operations professionals want to master.

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Modifying Your Content Marketing to Increase Your ABM Strategy Results

By David Crane

It’s quite possible that I’ve missed the discussion (I certainly don’t read every B2B marketing blog post or article), but amid all the account-base marketing (ABM) discussions on selecting target accounts, engaging account decision-makers and tracking program results, it seems as if there’s been little industry talk about how all this affects your content strategy.

The Integrate ABM program development workbook released last year touched on the subject a bit; however, even that wasn’t a comprehensive dive into the topic. (Note: we’re currently revising and expanding the ABM workbook for a 2nd edition.)

The good news is that implementing an ABM program doesn’t require you to completely overhaul your current content marketing strategy. It’s more recalibration than revolution.

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Are You Guilty of These B2B Marketing Hashtag Mistakes?

By Taylor DeKorte

October 26, 2016

As Integrate’s social media manager, I have my stack of go-to hashtags readily available before the day’s blog title is even announced. Admit it – you have a list too. Hashtags are great. They allow you to easily find content, identify which market categories are getting the most traction and even expand your content’s reach. Plus, the more you use them, the more your inner teen comes out.

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What to Ask Your Paid Lead Generation Partners

By Peg Miller

October 20, 2016

Modern demand marketers know there are many steps to building an effective outbound demand marketing program. Let’s focus on the start of the process, when you’re evaluating third-party lead generation partners to help augment your inbound demand generation programs.

Using third-party partners is a great way to increase overall lead flow and improve the predictability of lead volume coming into your marketing funnel and sales pipeline. By “third-party partner,” I mean an external partner who you pay to provide leads, or contact-level information, on prospective buyers, beyond the inbound leads you’re creating through your own website and landing pages.

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3 Common Top-Funnel Demand Gen Ailments You Can Fix

By David Crane

October 18, 2016

When it comes to demand marketing, a single issue can be a symptom of multiple problems. For example, if website visitors aren’t converting to leads, this can be a targeting problem, a content problem or both.

The right diagnosis often requires more than identifying single issues in a vacuum – you must analyze a wide range of unsuccessful (and successful) efforts holistically if you’re to diagnose the real problem and treat it effectively.

Below are fundamental problems I see demand marketers commonly face.

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5 SlideShare Tips That Increase Reach and Engagement

By Amy Chick

October 13, 2016

If you’ve implemented an effective content marketing wheel, you may have received a solid amount of feedback and optimized marketing pieces for your content marketing strategy. And you may be wondering if it’s really necessary to bring another content channel into the mix. Answer: It probably is.

SlideShare has more than 70 million users, most of whom are involved in the B2B community – and this channel gets 500% more traffic from business owners than YouTube, Twitter or Facebook. So even if you’re ticking along with a successful content distribution strategy, it’s worthwhile to consider repurposing strong content for this platform to maximize reach and engagement.

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How to Survive Any MarTech Implementation

By Peg Miller

October 11, 2016

Avoid these six common pitfalls and help your team survive the challenges of your next marketing technology implementation.

Gartner has predicted that CMOs will outspend CIOs by 2017. IDC predicts CMOs will drive marketing technology spending to $32.3B by 2018. IDC notes that CMOs’ influence has moved beyond traditional spending areas into more parts of the business, as evidenced by the marketing technology map, broken into four main areas: interaction, content, management and administration, and data and analytics.

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2017 Survival Guide for Demand Marketers

By William Anthony

The demand marketing environment is changing so quickly that the rules we play by at the start of a year may no longer apply by the end of that same year. The rapid ascent of account-based marketing’s popularity over the past year or two comes to mind.

Or, think of how quickly the mushrooming MarTech stack has affected our efforts – both enabling and challenging our ability to coordinate or demand generation initiatives.

A recent Scott Vaughan blog post provided valuable tips to grow your B2B marketing career by acquiring the most in-demand skills for 2017. I agree with the importance of those skills, but want to share a different perspective: skills that you can use to survive in this dynamic, sometimes volatile, profession. Here are 7 recommendations to compliment Scott’s perspective.

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